The Benefits of Underwriting on Public Radio VS. Advertising On
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THE ENEFITS OF UNDERWRITING ON PULI R!DIO VS; !DVERTISING ON OMMERI!L R!DIO Joe’s Bike Shop THIS IS YOUR !D ON OMMERI!L R!DIO LOST in the clutter of the multi-spot break! When will it air in the commercial block? Fourth? Last? Many local radio stations run 6;;;8;;;as many as 10 commercials in a single break; !nd you know what happens then;;; STATION CHANGE! !ccording to a recent industry survey*, 79% of the listening audience changes their radio station when a commercial stopset comes on; TH!T’S NE!RLY 8 OUT OF 10! *Pandora/!dded Value survey, 2012 So what’s the difference between !DVERTISING and UNDERWRITING? !DVERTISING can and often does say ͓χ̘ϫΫήχΡΩ UNDERWRITING must conform to laws regarding its content; Underwriting spots cannot: Make quantifying statements (“The EST in the business,” “Nobody beats our prices,” etc;) Make specific offers (“Save 25% this week,” “Shop at our March Madness Sale,” etc;) Give a call to action (“Hurry in today,“ “ontact us by email at bobsbikes@gmail;com,” ” all 873-3555 right now,” etc;) !DVERTISERS are often perceived by the listener as a nuisance;;;an intrusion on their entertainment; UNDERWRITERS on the other hand are often held in higher regard by the public radio listener; UNDERWRITERS are seen as more trustworthy and credible by the station’s membership, sharing their values; UNDERWRITERS are thought of more as supporters than just another business trying to make a sale; MOST OF !LL, WHEN YOU UNDERWRITE on You can EDU!TE your prospective customer; HOW? y discussing subjects that may be of interest to the listener that your business deals with; Such as: Doctors: Health Tips !ttorneys: Legal !dvice Financial onsultant: Money Minute Insurance: Hurricane Preparedness Tips Now you’ve actually helped the listener with expert advice;;;advice that they will now associate with YOUR business; overage Map for G90;7FM/HD PUBLIC RADIO AUDIENCE PROFILE Public radio attracts an audience notably distinguished by its educational excellence and professional success; Listeners are choice consumers, savvy business leaders, and influentials who are active in their communities; Demographics Lifestyles* 55% Men 93% Public activities 45% Women 71% Vote 23% Fund raising 52% Aged 25 to 54 23% Aged 18 to 34 25% Consider self conservative or 36% Aged 35 to 54 very conservative 33% Liberal or very liberal 62% College degree or beyond 19% Middle of the road 31% Post graduate degree 45% Theatre/concert/dance attendance 75% HHI $50,000+ 58% Dine out 57% HHI $75,000+ 50% Read books Median HHI: $86,820 33% Went to zoo or museum 59% Married 53% Regular fitness program 25% Never married 37% Walk for exercise 19% Swim 69% Employed 52% View job as a "career" 46% Own any financial securities 27% Professional occupation 17% Own stock or bond mutual funds 23% Involved in business 13% Own common or preferred stocks purchases of $1,000 or more 9% Top management 63% Household owns smartphone 43% Own tablet or e-reader 68% Domestic travel in past 12 months 39% Foreign travel over past three years ΫE!DίΨ Μ̑ͯϝ Ϋ͓π Ϗ55%Ϳ ώ ΖΨΫ-Ψ πήϡϫͯχͯϝϡ ͓ϝͯ φͯχΩ !ίEΨ !ͫ̆πϫϡ 18+ ̒Ϋώ πήϡϫͯχ ϫώ ͓ Ϛ̆͠πή͡ ϝ͓ͫήώ ϡϫ͓ϰώχΩ ίΜιΫEΨ G ΕΫ Dώ̆͠π͓ͯ͠ϡͯ 2014 * Ϛ͓ϡϫ ̘͓ͯϝ ͓͡ϰ̑ήϰͯϡ Make a world of difference – support NPR NPR News Listeners are News programming on G90;7 FM/HD; Your est ustomers! Due in part to support from both local and national underwriters, NPR News has NPR News listeners strive to get the most grown exponentially in the last decade, nearly doubling its staff and adding offices and out of life; ompared with the U;S; popula- bureaus around the world; tion as a whole, NPR News listeners are: Now, NPR has correspondents based in 17 foreign bureaus and 17 domestic bureaus – 188% more likely to call or write a politician up from just six bureaus in 1990; This incredible expansion comes at a time when oth- er news media are cutting back just to remain profitable; 140% more likely to hold a top management position G90;7FM/HD is the only radio station in ay ounty with a full time News Director, who brings listeners news on both the local and state level; 137% more likely to make business purchases of $1,000 or more Your support of G90;7FM/HD helps Panama ity listeners stay in touch with their world, and that makes a difference in your local community; 107% more likely to have a household income of $150,000 or more The devoted and loyal public radio audience is comprised of people who value and 97% more likely to be active in local expect quality in their lives; In fact, 68% surveyed say that their opinion of a company civic clubs is more positive when they learn that it sponsors public radio; Three in five prefer to buy products from companies that support public radio;* 90% more likely to have an IR! account Make a difference! Support G90;7 FM/HD with your marketing dollars; ίώ̆ϝͯ͡Ψ G ΕΫΦ Dώ̆͠π͓ͯ͠ϡͯ 2013 Your customers will thank you in return; ͓ϡͯΨ εώϫ͓π ιΩίΩ !ͫ̆πϫϡ *ίώ̆ϝͯ͡Ψ ΖΨΫ Ώήϡϫͯχͯϝ Μφχή̆͠ϡ ί̆ϝ̘̑ͯΦ ΏήΡΫϫϡϚͯͯͫ Ϋͯϡ͓ͯϝ͡ΫΦ Ε͓ϝ͡Ϋ 2013 Please ontact: Rachel Peeples, Marketing !ssociate for G90;7FM/HD at 850-872-3872 or rpeeples@gulfcoast;edu opyright © 2014 National Public Radio, Inc; Stand out from the crowd with G90;7FM/HD and NPR News Listeners are NPR’s Morning Edition; your best customers! Scan your radio dial during morning drive time and listen for programming that stands NPR News Listeners strive to get the most out from the rest; You’ll find it on public radio; out of life; ompared with the U;S; popula- tion as a whole, NPR News Listeners are: Mixing humor and hard news, analysis and arts for more than three decades, ΕώϝχήχΡ 129% more likely to serve as an officer Eͫήϰώχ draws more public radio listeners than any other program; Hosts Renee Monta- for some club or organization gne, Steve Inskeep and David Greene deftly deliver the world of perspectives that radio listeners crave to jump-start their day; 145% more likely to write an article for a newspaper NPR (news junkies( patronize the businesses that help to provide the programming or magazine they value; In fact, 68% surveyed say that their opinion of a company is more positive when they learn that it sponsors public radio; Three in five prefer to buy products from 124% more likely to visit museums companies that support public radio;* 107% more likely to earn an annual In public radio's uncluttered atmosphere, listeners LISTEN; household income of $150,000 or more !nd they hear your message of support; 95% more likely to be involved in a charitable organization Demographics for Morning Edition** ollege Educated: 73% 90% more likely to have an IR! account Household Income of $75K or more: 54% ίώ̆ϝͯ͡Ψ G ΕΫΦ Dώ̆͠π͓ͯ͠ϡͯ 2013 Gender: Women - 46%, Men - 54% ͓ϡͯΨ εώϫ͓π ιΩίΩ !ͫ̆πϫϡ *ίώ̆ϝͯ͡Ψ ΖΨΫ Ώήϡϫͯχͯϝ Μφχή̆͠ϡ ί̆ϝ̘̑ͯΦ ΏήΡΫϫϡϚͯͯͫ Ϋͯϡ͓ͯϝ͡ΫΦ Ε͓ϝ͡Ϋ 2013 **ίώ̆ϝͯ͡Ψ !ε 1 ͓͠ϡͯͫ ώχ Ζήͯπϡͯχ !̆ͫήώ Ζ͓ϰώχ̒ήͫͯΦ F͓ππ 2013Φ Ψͯϝϡώχϡ 18+ Please ontact: Rachel Peeples, Marketing !ssociate for G90;7FM/HD at 850-872-3872 or rpeeples@gulfcoast;edu opyright © 2014 National Public Radio, Inc; The workday's end means the beginning of great sales for you, when you support !ll Things Consid- NPR News Listeners are ered on G90;7FM/HD; your best customers! NPR News Listeners strive to get the most Radio listeners across the nation regard !ππ εΫήχΡϡ ώχϡήͫͯϝͯͫ as their afternoon drive time out of life; ompared with the U;S; popula- companion; !s they leave work and head for home, they tune to G90;7FM/HD for the lat- tion as a whole, NPR News listeners are: est news and information; Hosts Melissa lock, !udie ornish and Robert Siegel are joined 129% more likely to serve as an officer by an array of NPR commentators, who offer some of the nation's best news analysis; for some club or organization G90;7FM/HD listeners feel our sponsors are special; In fact, 68% surveyed say that their 145% more likely to write an article for opinion of a company is more positive when they learn that it sponsors public radio; Three a newspaper or magazine in five prefer to buy products from companies that support public radio;* 124% more likely to visit museums y supporting !ππ εΫήχΡϡ ώχϡήͫͯϝͯͫ on G90;7FM/HD, you show that you're committed to 107% more likely to earn an annual quality radio programming - you operate a business in search of excellence; household income of $150,000 or more G90;7FM/HD doesn’t drive traffic – we drive long-term relationships; When you market 95% more likely to be involved in a your product on G90;7FM/HD, your customers come back again and again; charitable organization 90% more likely to have an IR! account Demographics for !ll Things Considered** ollege Educated: 73% ίώ̆ϝͯ͡Ψ G ΕΫΦ Dώ̆͠π͓ͯ͠ϡͯ 2013 Household Income of $75K or more: 55% ͓ϡͯΨ εώϫ͓π ιΩίΩ !ͫ̆πϫϡ Gender: Women - 45%, Men - 55% *ίώ̆ϝͯ͡Ψ ΖΨΫ Ώήϡϫͯχͯϝ Μφχή̆͠ϡ ί̆ϝ̘̑ͯΦ ΏήΡΫϫ ϡϚͯͯͫ Ϋͯϡ͓ͯϝ͡ΫΦ Ε͓ϝ͡Ϋ 2013 **ίώ̆ϝͯ͡Ψ !ε 1 ͓͠ϡͯͫ ώχ Ζήͯπϡͯχ !̆ͫήώ Ζ͓ϰώχ̒ήͫͯΦ F͓ππ 2013Φ Ψͯϝϡώχϡ 18+ Please ontact: Rachel Peeples, Marketing !ssociate for G90;7FM/HD at 850-872-3872 or rpeeples@gulfcoast;edu opyright © 2014 National Public Radio, Inc; Jump-start your weekend with G90;7FM/HD and NPR News Listeners are NPR’s Weekend Edition; your best customers! From retail stores to consumer goods to service industries, people make their biggest buying decisions during the weekend; Make sure your message reaches them at this NPR News Listeners strive to get the most out of life; ompared with the U;S; popula- crucial time; tion as a whole, NPR News Listeners are: NPR’s Scott Simon hosts υͯͯνͯχͫ Eͫήϰώχ ί͓ϫ̆ϝ͓̘ͫ and wraps up the week’s news with 129% more likely